X Ends Ad Revenue Sharing Program, Launches New Original Content Rewards System

Elon Musk’s social media platform X—formerly Twitter—has permanently discontinued its Advertising Revenue Sharing Program. The platform ceased accepting new applications to the program as of August 7, and the final payment to current eligible participants will be issued on September 11.

Program termination and final payout schedule

The decision was formally announced in a post published on X. Under the original schedule, three payments were planned before termination: the last two would have been distributed on August 14 and August 28, following the platform’s standard payout cycle. A final settlement covering accumulated earnings through September 7 is slated for disbursement on or around September 11.

Rationale behind ending the old program

Allegra Jackia, X’s Head of Creators, stated that the program’s incentives “were not aligned with the platform’s goals.” She explained that many participants prioritized reposting others’ content over producing new material in pursuit of financial gain. To address this, X is launching a replacement initiative designed specifically to reward originality. Jackia added: “We could have added more rules and exceptions, but the better decision in the end was to start from scratch and build a program designed from the ground up to reward creativity.”

Design and scope of the new Original Content Rewards Program

The new program targets creators who contribute original ideas, expertise, reporting, creative expression, and commentary to X. It explicitly excludes reposted material and low-quality content. Eligible creators earn money based on qualified impressions generated by their original posts. Payments will be issued biweekly, contingent upon continued compliance with program requirements by both account and content.

X defines original content as material created by the user themselves and reflecting their voice, perspective, experience, or creativity. This includes threads, videos, memes, original reports, analyses, commentary, reactions, images, illustrations, and other creative works. Content may also qualify if it meaningfully transforms existing material through original context, analysis, narrative, humor, or creative editing.

Eligibility and application process

To join the new program, applicants must be at least 18 years old and reside in a country where the program is available. They must hold either a personal or business account, be subscribed to X Premium, and maintain at least 500 verified followers. Additionally, their account must have accrued a minimum of 500,000 verified impressions on the Home feed over the preceding 90 days—excluding replies. Regular publication of original content is also required.

Applications are submitted via Creator Studio. Applicants will receive a decision within three business days. Those whose applications are rejected may file one appeal; if the appeal is denied, they may reapply after 90 days, provided they continue to meet all eligibility criteria.

Launch timeline for the new program

The first payout under the new Original Content Rewards Program is scheduled for August 28. Current participants in the now-terminated revenue-sharing program who qualify and complete enrollment on or after September 8 will receive their first payment under the new system on September 25.

The move follows the recent resignation of Nikita Bier, X’s former Head of Product, who remains with the platform as an advisor.